It is always good to find an agency that views the creative process
Or so design agency William Murray Banks hopes.
WMB, whose clients include Unilever, Whitbread and Sara Lee, has decided
that it is fed up with the litany of cliches that pop up regularly in
design briefs, such as demands for a design that is both ’reliable’ and
’accessible’, or ’premium’ but ’for all the family’, for example.
So, any prospective client arriving in the reception of WMB’s offices
off Tottenham Court Road are greeted with a price list - similar to
those found in Chinese restaurants about ten years ago - which offers an
ironic guide to the cost of services at WMB.
Ideas are charged at pounds 1 each, while special offers include: Tweaks
- a nudge on at pounds 2.50; Spectrum - a bit of everything at pounds
17.50; Radical - Doing a Tango at pounds 19.95.
’We thought we’d inject a bit of humour into the process,’ says founding
partner Richard Murray.
’Although there is an element of truth in what it says. Design is so
oversubscribed at the moment that clients shop on price the whole
Just in case any client misses the joke, the point is reinforced in
WMB’s meeting room. This includes a crystal ball and a highly original
Instead of numbers, the dart board allows players to match up a list of
words commonly found in design briefs.
The elusive 20 is replaced by ’aspirational’. Others words listed
include ’reliable’, ’natural’, ’confident’, ’positive,’ ’respected’,
’optimistic’ and ’premium’.
’The hope is that they then can’t ask for one of these things, because
we’ve already taken the mickey out of it,’ says Murray.
Mix is optimistic that clients will also see the funny side.
This article was first published on Marketing